Every once in a while a CEO does something highly uncharacteristic: they speak the truth to the general public. When often asked what the most powerful search engine is, I’m quick to respond: “Amazon.” People look at me sideways, but the truth is I use Amazon to look for things as much if not more than Google. Don’t get me wrong, Google works great, but I don’t use it for shopping.

During a speech in Berlin, Google chairman Eric Schmidt stated that the search giant’s biggest rival in the online search market was not Bing or Yahoo, but Amazon. According to Schmidt: “Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon. People don’t think of Amazon as search, but if you are looking for something to buy, you are more often than not looking for it on Amazon. They are obviously more focused on the commerce side of the equation, but, at their roots, they are answering users’ questions and searches, just as we are.”

Schmidt also mentioned that although Google commanded a 90 percent market share in online search, he was weary of the “next Google”. I don’t know if Google has anything to worry about, but they’re certainly not resting on their laurels. Do you think Amazon could extend it’s search power to truly compete with Google out of shopping?

Google’s Eric Schmidt says that Amazon is biggest search rival | Android Central.